With a boost from a lackluster economy - as people seek affordable distraction from their financial worries - movie exhibition and home videos are doing well.
A quick look over the shoulder tells us that the global boxoffice hit an all-time high of $29.9 billion in 2009 - up 7.6%. The U.S./Canada market accounted for $10.6 billion of the total, up 10% over '08, while the international B.O. hit $19.3b.
Dig deeper and you find that in 2009 3D films accounted for 11% of the total U.S. boxoffice - compared with just 2% in 2008. Twenty 3D films were released in '09 compared with only eight in '08. Exhibitors, overall, net a 20% profit margin on 2D movies but 30% on 3D. So, exhibitors continue to convert screens to 3D - both digital or on-film systems.
The question becomes - "will there be 3D fatigue"? Will the public tire of too many 3D releases? Well, as always, it all boils down to quality of product - good 3D films will bring in lots of moviegoers. A good test will be "Harry Potter" and the "Tron Legacy" - both would probably be very good 2D earners but in 3D they should be huge smash hits.
With over 40 3D films scheduled for release in 2011 the 3D craze will continue to drive the boxoffice higher even with the huge success of "Avatar" and "Alice In Wonderland" at the beginning of '09.
Look for continued price reductions for both D-Cinema and 3D systems alike.
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